Designer Alexandros Stasinopoulos - Ora Watch

It took me a moment to find out how this works, but it's smart!

"The time is delivered via three separate, but seemingly cohesive, tapes; one displaying the hour, one displaying the minute and one displaying the day. The shape of the watch is a direct result of an “inside-out” designing approach where the moving parts dictated the overall form of the timepiece’s outer shell."